Starfield Market Kintex to Reopen on June 26 After Renewal, Targeting Northwestern Seoul Metropolitan Area

Doubling the Space for Relaxation and Culture
Olive Young, Daiso, and Musinsa Standard Now In-Store
Cumulative Sales at First Branch in Jukjeon Surge 36% After Renewal
Targeting Paju Unjeong and Gimpo Hangang Commercial Districts

Emart announced on June 25 that it will upgrade its Kintex branch to "Starfield Market" and unveil it in a new format on June 26. The company aims to provide customers with a differentiated shopping experience by applying a "new-concept spatial innovation model" that goes beyond grocery shopping to encompass relaxation and culture.

This renewal focused on the 4,445 pyeong (14,694㎡) of sales space on the first and second above-ground floors, excluding the Traders and Electromart located on the first basement level. This is Emart's second Starfield Market, following the opening of the Starfield Market Jukjeon branch in August last year. Emart explained that the renewal was undertaken to improve customer convenience, as accessibility has increased with the opening of the GTX-A line and approximately 10,000 households are expected to move into the third new city Janghang district in the future.

A notable feature is the creation of relaxation and culture-specialized spaces on each floor, allowing family customers to stay comfortably. Starfield Market’s signature specialized zones, "Book Ground" and "Kids Ground," have been newly established in the key areas of the first and second above-ground floors, reflecting the local characteristic of a high proportion of family customers. In Goyang, the proportion of households with three or more members is 41%, and in the neighboring city of Gimpo, it is 43%, both significantly higher than the national average of 34%.

In the central area of the first floor, a multi-purpose healing space called "Book Ground" has been newly created, covering 132 pyeong (436㎡). On the second floor, a 18 pyeong (60㎡) "Kids Ground" has been added. In particular, Kids Ground is designed so that customers in their 30s and 40s who shop with their children can naturally relax and play together. Including the 50 pyeong (165㎡) "Atrium," which previously served as a pop-up store and rest area, the total relaxation and cultural space at the Kintex branch now amounts to 200 pyeong (661㎡), doubling compared to before the renewal.

For the first time in Goyang, the indoor trampoline park "Bounce the First" has been introduced. The store also features "Ashley," an all-you-can-eat buffet at a reasonable price targeting family dining demand, and the popular sushi brand "Gatten Sushi." Trendy food and beverage (F&B) options are also being introduced. The comprehensive bakery "Do Not Disturb Bakers," famous as a "bread pilgrimage" destination in North Gyeongsang Province, is opening in northern Gyeonggi for the first time. Other firsts include "Hwaha Don," a well-known pork cutlet restaurant from Seongsu-dong, and "Uiryeong Buckwheat Research Institute," a buckwheat cuisine specialty restaurant run by a buckwheat master with 30 years of tradition.

In response to changing customer demand, existing popular brands have been expanded. For example, Olive Young has been enlarged from 55 pyeong (182㎡) to 158 pyeong (522㎡), and Daiso from 190 pyeong (628㎡) to 502 pyeong (1,660㎡). In addition, "Musinsa Standard" will be newly introduced for the first time in the Ilsan commercial district, with an opening scheduled for September this year.

Emart expects that Starfield Market Kintex will become a landmark for approximately one million consumers in the northwestern Seoul metropolitan area, including Gimpo Hangang and Paju Unjeong. The previously opened Jukjeon branch quickly established itself as a local landmark, with both sales and visitor numbers surging after its opening in August last year. For the nine-month period through May this year, cumulative sales increased by 36% compared to the same period before, and the number of visitors rose by 12%. The time customers spent in the store, which directly affects sales, also increased significantly. Based on customer parking data, an analysis of customer stay times from the renewal opening to May this year showed that the number of customers who stayed "between three and less than six hours" increased by a remarkable 163% compared to the same period before the renewal.

Emart’s Head of Development and Innovation, Wi Soo-yeon, said, "Through proactive investment, we will further solidify our position as the leading landmark in the Kintex commercial district," adding, "We will continue to deliver the unique customer experience of 'Starfield Market,' which blends leisure and shopping, in an increasingly competitive retail market."

To celebrate the grand opening of Starfield Market Kintex, a variety of benefits will be offered, including pop-up event spaces, cultural performances, and special events by Traders and in-store brands. For two weeks until July 9, a "Themisikho" pop-up event in collaboration with Harim will be held at the first-floor Atrium Special Pop-up Zone. An "Squid Fishing Experience Zone" will be set up, where customers can try model fishing on a large ship and receive giveaways. There will also be a "Make Your Own Cup Ramen" experience, and on weekends, a tasting zone for Harim’s new "Themisik Squid Chobimyeon" product.

Additionally, on June 28 and 29, two participatory kids’ performances called "Balloon Magic Show" will be held each day at 2 p.m. and 4 p.m. at the Book Ground on the first floor. Participatory kids’ performances will continue every Saturday, providing cultural experiences for customers.